NEW YORK - Super Bowl XLVI, which NBC will broadcast on Feb. 5, will have more first-time advertisers than usual, the New York Times reported.

Among this year's Super Bowl newbies are luxury car brands Acura and Lexus, real estate firm Century 21, the Dannon Company, clothing retailer H&M, and 2nd Story Software, the maker of TaxACT tax-preparation software, according to the Times. It said that H&M will promote a new line of David Beckham Bodywear underwear.

Advertisers this year are paying an average of $3.5 million for a 30-second ad spot on the big football league final. In a first, NBC will also live stream the big game.